[brænd] –noun 1. kind, grade,or make, as indicated by a stamp, trademark, or the like: 2. a kind or variety something distinguished by some distinctive characteristic: 3. any mark of disgrace; stigma. (this is the kind of brand we don't do and you don't want)
–verb (used with object) 4. to label or mark with or as if with a brand. to impress indelibly:5. to give a brand name; branded merchandise. 6. to promote as a brand name.

- Building Brand Identity -